Michelle Pickrell & Ruth Ellison - A Framework for Creating Actionable Insights

What do you do after you finish a few rounds of user research and have a range of great findings? How do you transform these findings into insights that drive action? Moving from the stages of findings, to insights, to actionable insights can be a daunting process, with no clear steps around how to progress from one stage to the next. In our talk, we will share a framework and a canvas which can be used to help move from findings to actionable insights.

Transcript

1. A framework for creating actionable insights
   Design Research 2021
   Ruth Ellison & Michelle Pickrell
   @RuthEllison & @UXMich
   

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2. 2
   Ruth Ellison
   @RuthEllison
   Hello!
   Michelle Pickrell
   @uxmich
   

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3. 3
   OMG
   What do I do with all that
   data?!?!!??
   

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4. 4
   IMPACT
   How can I have a real and
   tangible impact on the direction of
   the product/service that my team
   is working on?
   

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5. 5
   Research tells us what is happening
   Insight helps us understand why it is
   happening
   

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6. 6
   The word “insight” has unfortunately become
   an oft-abused term for what merely could be
   an observation or a finding at the most. In
   the research world, it’s imperative for us to
   consciously not fall in the trap of mistaking a
   finding as an insight.
   Shipra Bhutada, Medium, 2018
   

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7. 7
   Data.
   E.g. Participant 1 took
   5 hours to complete
   their claim.
   4
   Hierarchy of meaning
   Findings
   E.g. The majority of participants
   had difficulty completing the
   claim process.
   3
   Actionable insight
   E.g. Providing an overview of the claim
   process, including what documents and
   evidence is needed before the claim is
   started, gives reassurance to the
   customer, increases trust in our
   organisation and reduces the contact time
   with our front line staff.
   1
   Insight
   E.g. People need to know what
   documents and evidence they
   need before they start a claim.
   Some documents are difficult to
   obtain on short notice and can
   impact the due date of the claim.
   2
   Based on sources: https://www.forbes.com/sites/brentdykes/2016/04/26/actionable-insights-the-missing-link-between-data-and-business-value/#d45788f51e57
   

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8. 8
   Not all research generates insights
   

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9. 9
   Actionable insights framework
   

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10. 10
    From data to actionable insights
    A framework
    01
    Gather data
    02
    Analysis &
    synthesis
    03
    Find themes &
    create findings
    04
    Create insights
    05
    Prioritise
    06
    Refine
    actionable
    insights
    07
    Organise
    insights into
    digestible
    format
    

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11. 11
    From data to actionable insights
    A framework
    01
    Gather data
    02
    Analysis &
    synthesis
    03
    Find themes &
    create findings
    04
    Create insights
    05
    Prioritise
    06
    Refine
    actionable
    insights
    07
    Organise
    insights into
    digestible
    format
    

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12. 12
    Insight creation canvas
    

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13. Insight creation canvas
    

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14. Explorers Travel Agency
    

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15. Insight creation canvas
    

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16. Insight creation canvas
    

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17. Insight creation canvas
    

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18. Insight creation canvas
    

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19. 19
    What is happening and why?
    

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20. I saw this I know this Insight
    + =
    Based on sources: Taylor Nguyen, Harry Olson
    

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21. I saw this I know this Insight
    + =
    Data and observations
    Summarise
    Find patterns
    Based on sources: Taylor Nguyen, Harry Olson
    

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22. I saw this I know this Insight
    + =
    Ask why to uncover underlying users’
    needs and motivations
    Knowledge of psychology and human
    behavior
    Knowledge of the domain (industry,
    business, product)
    Empathy
    Based on sources: Taylor Nguyen, Harry Olson
    

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23. 23
    Collecting the data
    (I saw this + I know this)
    

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24. Insight creation canvas
    

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25. Insight creation canvas
    

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26. Insight creation canvas
    

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27. 27
    Creating insights
    

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28. 28
    A penetrating and often sudden
    understanding, as of a complex
    situation or problem
    Collins dictionary
    

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    “A finding is useful, an insight is
    transformational.”
    Nigel Hollis
    

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    Simple in language
    and concept
    Simple clear language.
    One concept per insight.
    Grounded in real data
    Draw your conclusions only from what you
    actually see and hear.
    Minimise bias.
    Sources: Michael Morgan, Jonathan Dalton, Brent Dykes
    

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31. 31
    Fresh perspectives that
    challenge existing
    assumptions about users
    We are less likely to listen to certain
    insights if we feel they reinforce rather than
    challenge or evolve our current knowledge
    and beliefs
    Meaningful and memorable
    “An insight that tells a story is the ultimate
    empathy builder. When stakeholders hear a
    compelling story, it is as if they are
    experiencing the pain or joy of the
    protagonist.”
    - Michael Morgan
    Sources: Michael Morgan, Jonathan Dalton, Brent Dykes
    

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    Aligned to strategic priorities
    and business goals
    An insight is compelling when it aligns to
    your product/service strategy and business
    goals.
    Otherwise we miss the “so what” factor.
    Sources: Michael Morgan, Jonathan Dalton, Brent Dykes
    

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33. Insight creation canvas
    

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34. 34
    Ways to frame actionable insights
    

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35. Insight creation canvas
    

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36. 36
    Situation-Frustration-Future Desire
    Source: Jonathan Dalton from Thrive
    Write the situation
    We are looking forward to
    having a break now that travel
    restrictions are starting to
    lift, but it is difficult to decide
    which travel providers to book
    with as travel restrictions can
    change so quickly.
    Describe the frustration
    I'm feeling anxious about booking in case
    we can't get a refund on our booking.
    It's difficult trying to coordinate my
    family's schedules, the availability of the
    service providers we're looking at
    (airlines, accommodation, food and
    activities) and also finding out what the
    refund policies are if COVID restricts
    our ability to travel at short notice.
    Explain the future desire
    I wish there was a way to make it
    easier to book with multiple travel
    providers, while having the confidence
    that I won't be out of pocket if the
    COVID situation was to change.
    

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37. 37
    We’re not looking for solutions
    (that comes later)
    

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38. 38
    A great insight needs
    to inspire action
    

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39. 39
    What to do next...
    Taking action on your insights
    Run ideation sessions - e.g
    How might we…., rapid
    ideation
    Work with your team and
    executives to prompt
    decisions
    Add to the
    product direction
    / vision
    

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40. 40
    Thank you!
    Say hello:
    @RuthEllison @uxmich
    

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41. 41
    Feedback and Questions
    

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